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Our Story

Afro Puffs was established in Sydney in 2011. Afro Puffs and its parent company, Beauty Named, are owned and operated by Tomasina Boone (better known as Tommy), a dual Australian and American citizen of black and Latina descent.

Tommy's path to owner of Afro Puffs and careful curator of the brands on the site started many years in New York as Advertising Beauty Director of Essence Magazine and Associate Publisher of Hype Hair Magazine. Her passion about hair, beauty and the happiness it can bring led her to buy Afro Puffs several years ago from another African-American who had immigrated to Australia. Tommy undertook to expand the brands and options available for natural, curly haired people in Australia. Raising two girls with natural hair for the past 10 years in Sydney with a husband also of a diverse background, Tommy was well aware of the difficulty to source the products in Australia to properly care for the varied textures of hair in her own house.

However, Afro Puffs' mission extends beyond supplying premium products for the natural, curly hair that is on trend. Afro Puffs is a resource for people as they embrace healthier beauty practices. Support on your hair journey is a key part of the Afro Puffs experience. Alongside and through our commercial activities, we also support the advancement of women. We carry many brands that were started by women, for women and support women's causes.